Changes in anti-fat weight bias in women after exposure to thin and plus-sized models

We examined whether exposing women to female models with different body sizes lead to changes in weight-based attitudes and whether evaluation focus altered the effects. Female college students (N = 214) were exposed to 22 images of either thin or overweight models. Participants rated models on either appearance or non-appearance characteristics and completed measures of anti-fat attitudes, thin ideal internalization, and demographics. Participants rated thin and overweight models equally attractive and sexy. Viewing overweight models showed a significant reduction in anti-fat attitudes. There were no effects for thin models or evaluation ratings. Discussion focuses on the implications of positive images of overweight individuals on social attitudes.     

Marketing Communication Intensity Across Industries

Marketing communication intensity (i.e., the ratio of advertising and promotional expenditures to sales) has been an important topic for both business managers and academics. Here, we investigate cross-sectional and time-series variation of communication intensity due to: type of offering (product versus service) and type of market (consumer versus industrial). Overall, we find that both of these factors affect variation of communication intensity across industries and over time. However, the effect of market type is much more dramatic than the effect of offering type. Such knowledge about patterns in communication intensity levels helps managers make decisions about how much to spend on advertising and promotion.     

On Comparing Alternative Advertising Policies of Pulsation*

In this paper, five alternative advertising policies that belong to the advertising pulsation class are compared analytically for linear and concave response functions using a modified version of the Vidale-Wolfe model. The results of the research show that (1) For both linear and concave response functions, advertising pulsing/maintenance policy dominates advertising pulsing policy but is dominated by the Uniform Advertising Policy. For convex response functions, the order of dominance is reversed. (2) For linear response functions, uniform advertising policy dominates the impulse advertising policy but is dominated by the chattering advertising policy. (3) For concave response functions, uniform advertising policy dominates both the impulse advertising policy and the chattering advertising policy. (4) For convex response functions, chattering advertising policy dominates both the advertising pulsing policy and the impulse advertising policy. The Vidale-Wolfe model is estimated using the well-known Lydia Pinkham data. Optimality analysis shows that the company was overadvertising about half of the time studied. Overadvertising seems to have produced appreciable gain in sales and created significant barriers to competitive entry at a little cost in terms of foregone profits.     

Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement

This study aimed to examine the effects of awareness of paid endorsements by social media influencers on followers’ cognitive persuasion knowledge (ad recognition), attitudinal persuasion knowledge (relationships with the influencer), and behavioral intentions, specifically eWOM intention and purchase intention. Employing an online survey (N = 269), this study found that awareness of paid endorsement relates to ad recognition, which is correlated with purchase and eWOM intentions. We also found that awareness of paid endorsement is correlated with influencer-follower relationship, which is associated with purchase and eWOM intentions. However, ad recognition does not affect influencer-follower relationship. Implications for public relations theory, practice, and policy are discussed.     

Sexual Orientation as a Peripheral Cue in Advertising: Effects of Models’ Sexual Orientation,Argument Strength,and Involvement on Responses to Magazine Ads

This study examines how sexual orientation of couples featured in magazine advertisements affects heterosexual viewers’ responses using the elaboration likelihood model as a framework. A 3 × 2 × 2 × 3 experiment tested effects of sexual orientation, argument strength, involvement, and attitudes toward homosexuality on heterosexuals’ attitudes toward the couple, advertisement, brand, and product, purchase intentions, and recall. Results indicate that consumers were accepting of ads with lesbian portrayals. Participants showed more negative attitudes toward gay male portrayals, but attitudes toward heterosexual and lesbian ads were similar. This effect was moderated by participants’ attitudes toward homosexuals. Low-involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, indicating that sexual orientation may have served as a peripheral cue negatively impacting attitudes toward the couple and ad under low elaboration. These effects were not observed for attitudes toward the brand and product, purchase intentions, or recall.     

广告英语中的语音修辞美

广告英语是一种已逐渐从普通英语中独立出来的、具有特殊效用的应用语言,为达到注意价值和记忆价值的目的,运用了多种多样的修辞手段,以增强生动性、艺术性和感染力。修辞手段的运用能够使广告英语优美独到,内涵丰富,不仅具有很高的商业价值,而且具有一定的语言研究价值和美学价值。从几种主要的语音修辞手段如头韵、腹韵、尾韵、拟声等对广告英语中的语音修辞美作了分析。     

评价理论视角下的高校“潮”迎新标语态度资源分析

评价理论是系统功能语言学在对人际意义的研究中发展起来的,它涉及说话者的态度、情感、价值以及听者对其的解读。运用评价理论的态度系统,对近两年各大高校新潮迎新标语进行话语分析,讨论这一现象出现的必然性和积极意义,揭示新潮迎新标语背后隐含的各种深层含意。     

Underneath we’re angry: feminism and media politics in Britain in the late 1970s and early 1980s

In the late 1970s, a billboard advertisement for Gigi underwear was installed at street level in various British cities. It depicted a woman in a trench coat walking on the street at night and looking defiantly at the camera. A second image portrays her unbuttoning her coat and revealing her underwear. A caption reads “Underneath they’re all Lovable.” This billboard evoked a wave of feminist opposition exemplified by Rosalind Coward’s essay “Underneath we’re angry” attacking the Gigi advertisement for being an invitation to rape women as well as photographic works by The Polysnappers condemning the ad. This article contextualizes the passionate resistance to the Gigi advert within the time’s feminist debates, which characterized media images as oppressive towards women, the discourse around the ideological functioning of advertisements, debates on “the sexual politics of representation,” the political role of photography, social historical events, and the political significance of the street.     

USING AN UNCERTAINTY MODEL TO ASSESS SALES RESPONSE TO ADVERTISING*

Implications of a probabilistic “random walk” model of incremental sales response to advertising are developed for various timing patterns of advertising expenditures. Maximum likelihood procedures for assessing advertising effectiveness and for estimating a decay (forgetting) rate are developed and applied to artificial data of known configuration and are used to assess the impact over time of a brochure program on mail-order sales. Results are also compared to those from alternative models involving various lag patterns in advertising effects.     

ON MODELING ADVERTISING PULSING DECISIONS

Based on empirical findings in the literature, sales response to advertising pulsing policy (APP) is modeled mathematically. The implications for APP are discussed. This policy is compared with an alternative policy of uniform expenditures (UAP), a commonly used strategy. The results of the research indicate that substantial savings in advertising budget or an increase in sales revenues may be achieved for a firm using APP.